It’s no secret that January is the peak time for new gym memberships, so it’s time to act if you want your gym to be ready. The top 2 New Year’s resolutions are exercising more and losing weight, and despite the economy stalling in some areas, the fitness market is booming (we’re talking a 44% year-on-year increase in gym membership spending).
But there is plenty of competition for that spending, so how can you put yourself in the best position to capitalise on the surge of January interest? I think there are 2 questions you need to ask yourself in the run-up to the most important time of year for gym owners and managers. Here they are:
1. Why do people choose you over your competitors?
This is about what makes you stand out from the gym down the road, and it isn’t all about price – it’s about what you offer in terms of the latest fitness trends and expected standard equipment, and what support you offer members to achieve their goals.
It’s also important to get up to speed on technology. For example, people now use a range of wearables to monitor their workouts. It’s a crucial part of today’s gym culture, and if your machines integrate with their tech, you’re on to a winner.
Also new 3D body scanning technology can become another weapon in the gym manager’s arsenal. How? By revolutionizing the initial consultation and sign up phase for new members. Offering a free consultation, gyms now have the ability to do one of two things once a potential new member walks through their doors:
- Immediately build a report with them
- Establish a standard for benchmarking and results that speaks to the training staff’s ability to work with clients to deliver custom tailored workout routines that keep members coming back.
2. How will you retain existing members (as well as attract new ones)?
Variety is crucial to helping long-term gym members stay motivated, and new gym equipment helps create a buzz around the place while also impressing new visitors.
However, your new equipment has to fit with how they want to work out – so why not do a quick survey to see what would most interest them? You also need to consider available space and how your new purchases will fit with existing kit.
You need to place an order for gym equipment soon if you want it operational by January. After all, standard delivery times are 6 to 8 weeks.
Time is short, though. Please don’t wait until the Christmas party season is in full swing and you’ve got a quiet few minutes while everyone else is out enjoying themselves. Make time in the next week or 2 to plan, research and work out how to finance the equipment you need. Then you’ll start January 2018 up to date, competitive and well-organised so that you can keep your current members engaged and attract plenty of new ones.
- Prepare for January now – given equipment delivery timescales, you need to get started to be ready for the New Year’s crowd
- Research which gym equipment would best suit your current and prospective members (why not survey your regulars?)
- • Search for new technologies like wearables and 3D body scanning technology .